MARKETING STRATEGY DEVELOPMENT AND POSITIONING OF NEW JOINT TOURISTM PRODUCT IN THE CROSS-BORDER REGION ROMANIA - BULGARIA Performed by the "TVV" Ltd. within the project " Balloon Adventure - a new joint tourism product", project code 15.2.1.058, funded by INTERREG A V-Romania-Bulgaria, financed by the European Union through the European Regional Development Fund www.interregrobg.eu Съдържанието на този материал не представлява непременно официалната позиция на Европейския съюз 1 TABLE OF CONTENTS Page 1. Introduction 2. Situation Analysis 2.1. Description of the tourist product 2.2. Description of sites for flying 2.3. Data on population and tourism in the region 2.4. Description of the market 2.5. Challenges before the product 2.6. Competitive advantages 3. Development of targeted market 3.1. Market segmentation 3.2. Definition of target groups and positioning 4. Price Strategy 5. Distribution Strategy 6. Promotional Strategy 6.1. Design concept for branding - logos, visuals and messages 6.2. Concept for advertising materials /website, social networks, videos, photo album, brochure, flyer/ 6.3. Concept for the presentation of tourism fairs 7. SWOT Analysis 8. Strategy for product development 9. Plan for implementation of the marketing strategy 10. Bibliography 2 1. INTRODUCTION The purpose of this marketing strategy is to develop a system of tools, including both the resources provided in the implementation of financed project, and additional tools to position themselves properly the cross-border product and to answer a series of questions related to its marketing. Marketing strategy is developed under the project "Balloon Adventure - a new joint tourism product", which is implemented under INTERREG V-A, funded by the EU through the European Regional Development Fund and co-financing by Romania and Bulgaria. The project is designed to contribute achieving the specific objective of the program, namely improving the conservation and sustainable use of natural heritage resources and cultural heritage. 3 Unique because of its territorial scope the idea of creating a new tourism product based on flying with balloon is a brave venture that will contribute improving the economic situation both at local and regional level. Purchased two hot air balloons will fly respectively over Bulgaria and Romania and will enable the offer of new tourist products to the inhabitants of the two neighboring countries as well as foreign tourists. The participation of stakeholders is crucial to create a network for promotion of new tourism product. Marketing of the tourism products is expected to contribute for improving the appearance of the cross-border region as a tourist destination and to attract wealthy tourists, which would improve the economic situation of the areas in the region. Стратегията определя заинтересованите страни от двете страни на границата в процеса на въвеждане и утвърждаване на новия туристически продукт, както следва: Target groups • Tourist associations - regional or local, industry, product and professional; • Tourist information centers; • Tour operators and travel agents; • Hotels • Clubs of extreme sports, fun and adventure • Local authority • Tourists with an interest in extreme sports Beneficiaries Stakeholders in the tourism sector in the border region; The population of the two countries; The population of the 15 districts (more than 4 million people). Tourists visiting the region of Silistra; Tourists with an interest in extreme sports and tourists in various forms of tourism (rural, cultural, eco, adventure, etc.). Marketing strategy and other project activities The marketing strategy will be presented and discussed during the workshops with stakeholders planed in activity 5 of the project. Distribution channels and advertising will be put into practice through stakeholders within the network for promotion of tourist product. As part of the marketing strategy will be developed and advertising campaign concept for the various promotional tools: branding, website, DVD movie, photo album, brochure, flyer, video and radio spots, which is provided as an activity 6 of the project - Information and publicity. 4 Attractive natural sites and places described in the marketing strategy will be taken during the promotional flights - Promotional Activity 4 Balloon promotion of the CBC area. 2. SITUATION ANALYSIS Geographical analysis In terms of its geographical location the cross-border region includes the Northern bank of the Danube (Romania) between plateau Mehedinti, Romanian plane, Danube Delta and the Black Sea and the Southern bank of the Danube (Bulgaria) between the Balkan Mountains and the Danube Valley to the Black Sea. The border between Romania and Bulgaria is located between the area Pistol (Mehedinti County) west and Vama Veche (Constanta County) to the east and has a length of 610 km. Danube (470 km) accounts for 75% of the length of the border between the towns of Vidin (Bulgaria) and Silistra (Bulgaria), respectively Calafat and Calarasi (Romania). Land border between Calarasi-Silistra and the Black Sea separates the county of Constanta (Romania) from the districts of Silistra and Dobrich (Bulgaria) between the Danube and the Black Sea. The cross-border region occupies an area of 69 285 km2 and includes 15 administrative units units at NUTS III (counties and districts). Analyzed in the strategy territory is made up of these administrative-territorial units: • Romania: seven counties - Mehedinti, Dolj, Olt, Teleorman, Giurgiu, Calarasi and Constanta; • Bulgaria: eight districts - Vidin, Vratsa, Montana, Pleven, Veliko Tarnovo, Ruse, Silistra and Dobrich 2.1. DESCRIPTION OF THE TOURIST PRODUCT From the memorable day in June 1783 when the Montgolfier brothers rise the first balloon over Paris till today people continue to admire the elegance and ease with which a man can rise in the air and float into the sky. Since then it passed a lot of time, but still few are the things we can compare with this to look at the Earth from the basket of a balloon. In the border region of Bulgaria and Romania will be located 2 hot air balloons, purchased within the project, one of which will be situated in Vidin in leading partner ARDBC Vidin and one in Craiova in Romanian partner. Each balloon is characterized by the following basic parameters - envelope of 3000 m3; maximum flight volume - min.950 kg; basket size 116/135 cm; maximum number of passengers without pilots - 4-5 people. The service life of buying balloon is about 400 h. 5 It is envisaged the balloons to be registered in Bulgaria and Romania and to be managed by a certified pilot and ground crew. Flights are usually performed early in the morning during the summer, when outdoor temperatures are still low and there are no conditions for the formation of thermal phenomena. In winter it can fly all day. Each of the balloons will be placed promotional panel covering an area of 50 square meters, which will be displayed the logo of the program. The main tourism products that may be offered are: - Free flying with hot air balloon; - Raising a balloon on ropes. Free balloon flights can be carried out both in the area where the balloon is situated /Bulgaria - Vidin and Romania - Craiova/ and throughout the cross-border area of Bulgaria - Romania, where the balloons are intended to fly. Time to fly that may be offered to passengers is: 10min, 20min and 60min. Additional customer services can be shooting with sports video from the balloon or shooting the flight by drone, making a disk during the flight and presentation to the passengers immediately after the flight. Free balloon flying is suitable for private users in groups of about 4 persons and for small groups of 2 persons to undertake a flight for two. For example VIP balloon flight for two is an exceptional gift for any wedding, wedding anniversary, for people with strong intimate relationship. Свободното летене с балон, а и издигането с въжета може да се осъществи едновременно от двата балона, закупени по проекта, когато търсенето е по-голямо от капацитета само на 1 балон. Raising a balloon tied with ropes is practiced mostly during holidays, festivals, corporate parties or even birthdays. Typically, at this time there are many people who can see the balloon or rose for a short in the sky. Standard time for a flight of the balloon on ropes is around 10-15min. This product is suitable for both - end users and advertising due to exceptional effect that has on the audience. Lifting up the balloon produces great public and media interest. Advertise product can be: - Promotional panel (banner) of the balloon; - Distributing of /light/ advertising materials from the basket of the balloon such as flyers, candy, etc. 6 Additional product that could be organized with the balloons with the necessary equipment is bungee jumping from a balloon. 2.2. DESCRIPTION OF PLACES FOR FLYING Cross-border area of Bulgaria and Romania abounds with places suitable for flying with balloons. Geographical nature of the area, which are typical mostly flat and slightly hilly terrain provides excellent conditions for selection of sites for landing and takeoff, and diverse natural and cultural sites contribute to induce interest in people and enhance the experience. At the same time when choosing a place to fly a hot air balloon must be observed the Law on Civil Aviation and fields to be agreed with the Civil Aviation Administration. Generally balloon flights should not be held near the border areas and prohibited for civil aviation areas, such as military airports, specific air routes and other ensuring the security and safety of air. Suitable areas for flying with hot-air balloon on the cross-border territory of Bulgaria: - Belogradchik rocks - a place that impresses thousands of tourists annually. View during flying above 30 sq.km of rock formations will definitely attract a strong interest; a great interest would be lifting up the balloon in the region of Rabisha Lake and Chuprene municipality where natural topography shows magnificent views; - The area of the town Montana - flat terrain, which is an excellent base for testing and training, both away from prohibited areas for flying.